Shop The Neighbourhood

Shop The Neighbourhood

March 31, 2015 08:00 ET

Yellow Pages Shop The Neighbourhood™ Campaign Generates $89 Million in Local Spending in Canada's Neighbourhoods

CALGARY, ALBERTA--(Marketwired - March 31, 2015) - Over 750,000 Canadian consumers spent $89 million at local neighbourhood retailers during Yellow Pages' Shop The Neighbourhood event in 2014. The campaign, an initiative of Yellow Pages, a leading digital media and marketing solutions company, promotes support for small businesses by encouraging local shopping.

Held on November 29, 2014 - the Saturday between two of the largest shopping days of the year - Black Friday and Cyber Monday, Shop The Neighbourhood included the participation of 8,000 neighbourhood business, in over 200 neighbourhoods, with over 6,000 exclusive promotions by small businesses available on YP.ca, the YP mobile app and YP Shopwise mobile app.

"Some of Calgary's small shopping districts are home to some of our most interesting shops and restaurants. These districts are destinations with independent and national retailers that play a big role in our community," said Bruce Graham, President & CEO of Calgary Economic Development. "They employ Calgarians, are community gathering spaces where you meet your neighbours and retailers with deep community roots re-invest back into their neighbourhood. Shopping in your local community makes sense."

Yellow Pages created Shop The Neighbourhood in 2013 to celebrate Canada's small businesses and main streets, and encourage Canadians to make local purchases in their neighbourhoods. The campaign integrated a free digital component in business registration as well as by offering participating businesses the opportunity to advertise a promotion at no charge on the Yellow Pages digital platforms. For many businesses, this marked among their first opportunities to experiment with digital marketing.

Yellow Pages in its daily operations helps Canadian small businesses break down the digital divide and connect with their customers online. According to a 2014 report by the Canadian Internet Registration Authority, while Canadians are among the global leaders in online usage, less than half of small businesses in Canada have an online presence.

"Small businesses are crucial to the success of our economy. We created Shop The Neighbourhood to raise awareness of their important contribution to our neighbourhoods and encouraging a change in consumer shopping habits that directs spending to the small businesses of our communities. It's a great reminder of the difference our dollars can make when spent locally," said François Ramsay, Vice-President, Corporate Affairs of Yellow Pages.

National results from a study(1) conducted by Ipsos on behalf of Yellow Pages indicate that:

  • Over 750,000 Canadians responded to the company's call and shopped locally during Shop The Neighbourhood;
  • An average of $119 was spent by each person who shopped locally during Shop The Neighbourhood, with 76% of that spend ($90) directed to local businesses who participated in Shop The Neighbourhood;
  • More than $89 million was directed to neighbourhood economies, at a time of the year known for driving dollars across the border and to online chain retailers;
  • Endorsed by businesses, consumers and business associations, 34% of Canadians were aware of the two-year old annual event;
  • Of those aware, one in two people's shopping behaviour was directly influenced by the campaign's messaging to support the small businesses in their neighbourhood.

This year's Shop The Neighbourhood is confirmed for November 28, 2015, and it is once again FREE to all retailers that would like to participate. For more information, or to get your neighbourhood business or association involved, visit www.shoptheneighbourhood.ca.

Join the movement in social media: #shopthehood

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About Shop The Neighbourhood™

Shop The Neighbourhood is a Yellow Pages initiative to encourage local shopping and support for small and medium businesses. Taking place during the busiest shopping season of the year, Shop The Neighbourhood raises awareness of the large-scale push from retailers both online and across the border which moves dollars away from the small businesses which directly impacts the health of our neighbourhoods and our communities. On Saturday, November 28, 2015, people will be encouraged to make a local purchase in support of businesses across Canada and take advantage of exclusive event day deals and savings at local businesses, hosted both online at YP.ca and on the Yellow Pages mobile app.

About Yellow Pages

Yellow Pages (TSX:Y) is a Canadian digital media and marketing solutions company that supports local economies by helping neighbourhood businesses reach new customers and foster stronger relationships with existing clients through its various media and products. Yellow Pages holds some of Canada's leading local online search properties including YP.ca™, RedFlagDeals.com™, Canada411.ca and YP NextHome. The company also holds the YP, YP Shopwise, RedFlagDeals and Canada411 mobile applications and Yellow Pages™ print directories. Yellow Pages is also a leader in national digital advertising through Mediative, a division of Yellow Pages devoted to digital marketing and performance media services for national-scale agencies and customers.

(1) Survey results were obtained through Ipsos Online Panel with 2,447 interviews conducted (December 1 - 7, 2014). Respondents were male and female, living in Toronto, Montreal, Vancouver, Ottawa and Calgary, between the ages of 18 - 54. Margin of error for the total sample is 1.98% at a 95% confidence level.

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